| Summary: | This article discusses the strategic role of the sales and marketing team in the accommodation business in achieving sustainable tourism development in Bali. The aim is to find ideal sales and marketing practices that can contribute to sustainable tourism development in the tourism industry in Bali. This research was conducted using qualitative approach. Data collection methods in this study were literature, observation, depth interviews, and Focus Group Discussion. Expert determinations in this research are the represent of government, tourism industry, private parties, academics, and society by using a purposive sampling technique. The results of this study show 3 existing models of marketing components of the tourism industry in Bali, namely the profit direct-oriented model, the profit indirect-oriented model, and the profit mix-oriented model. There are positive and negative impacts of a profit-oriented marketing model. Marketing Mix 7P for Sustainability or Marketing Mix 7P + is a combination of 7P in the marketing mix and elements of the triple bottom line theory. The conclusion is that the accommodation service industry in Bali mostly operates a profit-oriented marketing model; an innovative marketing model is present as a response to the negative impacts caused by the marketing model currently applied by most types of accommodation business in Bali which is more focused on achieving economic aspects.
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